Henk consulting is a cooperation between Hendrik, a marketing scientist and Katrien, an agile transformation and change expert both putting their Heart and Knowledge on the table. 


When agile meets marketing ...

Agile Behavior Management

PEOPLE CENTERED

Similar to the "know your customer" basics in marketing, we belief that taking time to get to know your people is a pre-requisite to built the human conditions for success. If you know what drives people, you can tap into it and create a lasting impact.

BEHAVIORS AS STEPSTONES

Use behaviors for success to engage your people around your ambitions. Translating your expected outcome in concrete behaviors makes it more digestible and concrete for people. In addition, behaviors are actionable and measurable allowing to find the optimal balance between investments and impact. 

INCREASED RESILIENCE

Every organization has its unique combination of people and organizational choreography that drive performance. Understanding this dynamic and having the tools to influence it, will increase your organization's resilience in this fast-changing world. 

Henk's Behaviors for Success (HBS) model 

Four steps with the following objectives:

  1. DIRECT - Success isn't just about strategy—it's about aligning behaviors with business goals. We call them the behaviors for success. By clarifying and prioritizing your behaviors for success, your people know what is expected from them and how they can contribute. 
  2. CONNECT - We bring the prioritized behavior for success into the context of the people by connecting the behavior to what they are already doing today and what drives them. 
  3. ENGAGE - Engage people to embrace the behavior for success into their day-to-day by using consumer marketing tools and techniques to define a combination of actions with the highest potential success (based on scientific research and own practices). 
  4. MEASURE - Start measuring, learning and adapting.

How does this looks like in practice...

Our toolbox

We select and combine tools from this toolbox in function of your context and demand.

Asking questions like: What do you already use? What worked in the past? How to best interact with the targeted people? Size of the targeted group?


Intervention Inventory

Our Intervention Inventory is quite unique. It is an overview of +50 behavior change interventions to inspire. The interventions are organized around 5 types. Selecting interventions from each type, helps to let people make the CLICK.

For each intervention, the scientific background and impact on behavior drivers is indicated. Very useful to make the intervention combination with the right balance impact & effort.

Based on scientific research: Drivers of people's behavior

There is a commonality in behavior science theories and models about three factors that drive people behaviors:

  • MOTIVATION: Motivation is what sets people in motion and what makes people to persist, even when it gets tough. Do we believe in its value and does it serve a purpose? 
  • ABILITY: How easy it is for a person or group to perform a certain behavior as well as the perception around it. Can we physically do it and do we believe we can?
  • SUPPORTING ENVIRONMENT: The environment, both physical (e.g. office building, tools,...) and social (e.g. group pressure, social status, ...)  provides triggers to set people in motion and makes the behavior endurable. Does our work environment supports and enable it?

A thorough understanding of B-MAS for target groups, allows to define a targeted combination of actions to guide and support people to apply the expected behavior for success. The latest transformation research of McKinsey confirms that a comprehensive approach to transformation, which enables mindset and behavior changes at scale, is crucial to success. They also refer to focusing on 1) WILL, an ambitious, shared aspiration, 2) SKILL, the capabilities and tools, 3) RIGOR: the performance infrastructure. Check out the article: "How to gain and sustain a competitive edge through transformation", October 16, 2023 | Survey McKinsey & company. 

Want to learn more?

Below some interesting reading on behavioral science, consumer marketing practices and an agile business environment. Hope you enjoy it, like we did!

Did we inspire you? Let's connect

henk consulting B.V.

Ninoofsesteenweg, 9450 Denderhoutem

+32 497 59 07 34

info@henk.consulting

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We are curious about your questions and feedback!